eScoop - Issue 3 - Summer 2015
eScoop is OSBN's members magazine. A newsletter style bi-monthly magazine written by OSBN members to small business communities on the internet.
eScoop is OSBN's members magazine. A newsletter style bi-monthly magazine written by OSBN members to small business communities on the internet.
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<strong>Issue</strong> 3 July <strong>2015</strong><br />
<strong>eScoop</strong><br />
OSBN Members Magazine<br />
Join OSBN small business community at www.osbn.ca<br />
Sketch On Boards And<br />
Make It Compelling<br />
By Grace Nasralla, Operations Manager at e-presence Consultants Inc.<br />
The same message can be relayed using different mediums to<br />
result in a different effect with each medium used. This is the art of<br />
effective communication!<br />
e-mail marketing can be an effective marketing medium relaying not<br />
only one message but few messages at a time and to a huge crowd<br />
of people. Social Media is also an effective marketing medium used<br />
for mass communication; however, its message outcome has a<br />
totally different effect than e-mail marketing. Each communication<br />
medium has its own purposes and can be used to achieve different<br />
goals and objectives.<br />
A fun and persuasive medium whose idea is obtained from using<br />
the classroom or boardroom whiteboard is the whiteboard video<br />
communication medium. Whiteboard videos have been a growing<br />
trend in 2014 as it captivates the viewer and triggers engagement.<br />
The benefits of using Whiteboard Videos as a marketing tool<br />
definitely outweigh the cost. Visit e-presence Consultants Inc’s<br />
youtube channel to view some of our Whiteboard videos.<br />
https://www.youtube.com/user/epresenceConsultants<br />
Article Contributors<br />
Grace Nasralla<br />
OSBN Founder<br />
@gracenasralla<br />
Claudia Adhair<br />
Transform & Perform<br />
@Claudia_Adair<br />
William Ramdass<br />
Sales Rep, Royal LePage<br />
@WRamdass<br />
Lisa Hess-Rodrigues<br />
MAWAZO Marketing<br />
@MawazoMarketing<br />
Nigel Wrench<br />
Printing Depot<br />
@printingyourway<br />
“Networking is marketing. Marketing yourself, marketing<br />
your uniqueness, marketing what you stand for “<br />
- Christine Comaford-Lynch
<strong>eScoop</strong> – <strong>Issue</strong> 3 July <strong>2015</strong><br />
The “Wind In Your Sales”<br />
Creating Your “Signature Selling Style!”<br />
By Claudia Adair, Founder of Transform & Perform Coaching/Consulting<br />
After I graduated from university I landed a respectable job as a<br />
trainer in the banking industry. As I settled into my first career I<br />
noticed, that wherever I was, sales people stood out. They always<br />
seemed to be having fun. They seemed so free – I wanted that too.<br />
Eventually I traded in my bank suit for an outside sales job.<br />
Everyone thought I’d lost my mind, giving up such a reliable job –<br />
for this. In 3 years, I had worked for 8 companies. I’d been fired,<br />
discouraged, depressed, underpaid and overworked. Reality was<br />
sinking in. I was NOT a natural at sales.<br />
Create A Selling Message<br />
Something about sales just didn’t sit well with me. Still, I wasn’t<br />
willing to give up that dream of freedom. So, how was I going to<br />
make this work? Instinctively I aligned my values and strengths<br />
with my selling approach.<br />
Leveraging Personal Values:<br />
I realized I didn’t just want to sell… I wanted to contribute. Eureka!<br />
Sales in training and development! This was in alignment with my<br />
values. Selling while empowering those I’m selling to – it’s so<br />
Continued Page 3<br />
Business Promotional<br />
Whiteboard Videos<br />
PROMOTE WITH STYLE!<br />
For more information call<br />
647.226.7313<br />
OSBN SMALL BUSINESS<br />
NETWORKING EVENT<br />
April 29, <strong>2015</strong><br />
Business Networking<br />
A network of business<br />
contacts that connect for<br />
the purpose of acquiring<br />
leads, exchanging<br />
referrals and increasing<br />
sales revenue<br />
2
<strong>eScoop</strong> – <strong>Issue</strong> 3 July <strong>2015</strong><br />
Cont. The “Wind In Your Sales”<br />
Cont. Page 2<br />
obvious now. I chose to help under or unemployed<br />
adults choose career training programs that would<br />
support their life dreams and goals.<br />
Leveraging Personal Strengths:<br />
My prospects had no money and no future, had to<br />
borrow thousands to go to school, then study for up<br />
to a year before they could even apply for work!<br />
Selling was, to say the least, complex. My strengths<br />
served me and served my clients. Specifically:<br />
• Honesty. When I enrolled a client I had to<br />
“look them in the eye” in the hallway for up<br />
to 12 months! If I wasn’t inclined to be<br />
honest I wouldn’t have lasted long in this<br />
environment. Honesty is impactful,<br />
compelling AND rarely dismantles the sale.<br />
• Authenticity. Scripts, rebuttals and “sales<br />
lines” have never worked for me. Attempts<br />
to “spin” the client into changing their mind<br />
felt awkward and made my clients<br />
uncomfortable. Instead, I became an expert<br />
on the “decision making process” and was<br />
deeply curious about what was on their<br />
mind.<br />
• Open-mindedness. My clients didn’t feel<br />
judged. This made it easier for them to share<br />
everything that was on their mind. When all<br />
was revealed I was in a better position to preempt<br />
objections and provide a solution that<br />
resonated. Secondly, I could see the<br />
unfulfilled potential of my clients and they<br />
could feel this. This “infusion of confidence”<br />
helped many people take courageous and lifechanging<br />
steps.<br />
• Critical Thinking. I could step into the<br />
customer’s shoes and look at their situation<br />
from all sides. I addressed all issues –<br />
including poor fitting solutions – in real time.<br />
A Good team and an<br />
active network will<br />
promote amazing<br />
This type of transparency built trust and<br />
supported confident decision making.<br />
results<br />
• Gratitude. In time I stopped freaking out<br />
about the quality of the lead and learned how<br />
to look for the “gift” in every conversation. I<br />
discovered that it wasn’t necessary to close<br />
the deal to get a referral.<br />
I established a “signature selling style” that inspired<br />
client’s to take action and that, frankly, made it easy<br />
for me to jump out of bed in the morning to go to<br />
work! My approach led to 20+ years of success in<br />
sales and sales leadership.<br />
You too can create your “signature selling style”<br />
and it starts with being clear on what your personal<br />
values and strengths are.<br />
- www.transformandperform.ca<br />
3
<strong>eScoop</strong> – <strong>Issue</strong> 3 July <strong>2015</strong><br />
Phantom Offers In Real Estate<br />
By William Ramdass, Sales Representative at Royal LePage<br />
A phantom is a ghost, something that does not exist. In real estate, in a<br />
heated market, there have been phantom offers... Example: your home<br />
is listed for sale and your realtor hints to a prospective buyer that offers<br />
have been received or are imminent. In fact this is not so. Now the<br />
unsuspecting realtor is led to believe they are in a competitive situation<br />
and, upon briefing their client, they decide to increase their offer.<br />
Is this practice ethical or unethical? In my opinion, it is unethical.<br />
Any payment or value realized by false means is unethical, regardless<br />
of the fact that a seller representative (the listing agent) has a general<br />
obligation to advance his/her client’s best interests which I take to<br />
mean negotiate the highest possible price (expectedly in the spirit of<br />
integrity and honesty).<br />
Thanks to Bill 55, Stronger Protection for Ontario Consumers Act,<br />
2013 - Changes for handling of offers” these so-called phantom offers<br />
are now a (provincial) violation in Ontario effective from July 1st,<br />
<strong>2015</strong>.<br />
The Bill directs that real estate sales representatives cannot represent an<br />
unsigned offer, and obligates listing representatives to provide their<br />
brokerages with either a copy of all offers received or a RECO<br />
qualified offer summary form (OREA Form 801). My brokerage firm,<br />
Royal LePage Real Estate Services Ltd., immediately distributed inhouse<br />
a well-detailed policy and procedures manual covering every<br />
aspect of compliance as it relates to reps. So, phantom offers are no<br />
longer a worry for agents representing buyers.<br />
Here is an outline of the changes taken from RECO website:<br />
• Offers must be made in writing. Please keep in mind that a<br />
written offer must be signed to be valid.<br />
• A registrant cannot indicate that they have an offer, unless they<br />
have a written offer.<br />
• The seller’s brokerage must keep a record of all written offers<br />
that it receives.<br />
For more information on real estate issue visit my website at<br />
www.williamramdass.ca<br />
Bidding Wars is a continuation of this article written by William<br />
Ramdass, Sales Representative at Royal LePage.<br />
Bidding Wars<br />
In the current Greater Toronto<br />
Area market, bidding wars on<br />
single family homes are<br />
commonplace. A buyer caught up<br />
in one of these wars is in a stressful<br />
situation, dueling while<br />
blindfolded. I saw a buyer who,<br />
seeing several buyers’ reps in the<br />
room, unnecessarily upped her bid<br />
2 or 3 times in the space of about<br />
30 minutes, ultimately paying<br />
more than $120,000 over the listed<br />
price of about $800,000. This was a<br />
buyer who had recently lost at least<br />
one other bidding war, probably<br />
several more. By now she was so<br />
angry that she made an emotional<br />
decision rooted in frustration:<br />
“Today I will show them. I<br />
WANT that house” There is no<br />
transparency as in an auction.<br />
Everything is held close to the<br />
chest.<br />
One of my buyer clients, also<br />
recently involved in several bidding<br />
wars, complains about the lack of<br />
transparency. Personally, I agree. I<br />
would support legislation that<br />
eliminates this lack. With<br />
knowledge of the highest price<br />
offered on a property on which<br />
there are competing offers, an<br />
interested buyer will rightly be in a<br />
position to decide whether or not<br />
to throw his hat in the ring.<br />
4
<strong>eScoop</strong> – <strong>Issue</strong> 3 July <strong>2015</strong><br />
Don’t Be At Risk Of Not<br />
Being Found Online!<br />
By Liza Hess-Rodrigues, Co-Owner, MAWAZO Marketing<br />
As of April 21st, Google started "punishing" websites<br />
that are not mobile-friendly. This means that if your<br />
website is not found to be usable on smart phones,<br />
your website will fall dramatically lower on the<br />
search results list.<br />
Google uses various criteria to judge the mobilefriendliness<br />
of your website, such as:<br />
you. However, this does not appear to be a very high<br />
priority offence, as we have come across many<br />
websites with this issue but they are still found to be<br />
mobile-friendly.<br />
Setting of the viewport: In simplest terms,<br />
a viewport controls how a webpage is displayed on a<br />
mobile device. If the viewport is not set to adjust to<br />
the width of the screen being used, then it will default<br />
to the width of a desktop screen.<br />
These are a few elements that are assessed by Google<br />
when showing search results. They are not difficult<br />
attributes to address when developing a website, and<br />
in many cases existing websites can be easily<br />
modified to ensure they become mobile-friendly. So,<br />
don't wait and risk losing exposure and online sales!<br />
For more from MAWAZO Marketing visit our<br />
website at www.mawazo.ca<br />
Tri-fold Brochure Layout<br />
By Nigel Wrench, Owner at Printing Depot<br />
1. Front Cover<br />
Size of text: If your website simply scales to the size<br />
of the mobile screen, then chances are the text<br />
becomes much too small to read. Yes, it is possible to<br />
zoom in, but this requires extra effort from your<br />
website visitor. This is a punishable offence to<br />
websites by Google.<br />
Proximity of links: If the website's layout is lost<br />
because of the screen size, often links appear too<br />
close together, or content overlaps. Another<br />
punishable offence.<br />
Content width compared to screen: If the content<br />
appears wider than the screen, Google will punish<br />
The front cover should be visually appealing and<br />
provide enough content to invite the reader to open<br />
the piece and read more. Many companies simply<br />
rely on the logo, company name, a great “tag line”<br />
that sums up their products/services. This is the<br />
approach we recommend. Some companies want to<br />
bullet some items on the front, but remember that<br />
space is limited. You can easily go overboard and<br />
ruin the piece with too much clutter.<br />
2. Back cover<br />
Don’t put anything on the back cover other than<br />
contact information. This is the panel that people are<br />
least likely to read, so if you put an important<br />
message there, it will be lost. If you own a small<br />
company, you may want to consider just listing<br />
phone/fax numbers, web site address, and email<br />
contacts and leaving the physical address off. This<br />
gives your brochure more shelf life if you move.<br />
Continued Page 6<br />
5
<strong>eScoop</strong> – <strong>Issue</strong> 3 July <strong>2015</strong><br />
General Brochure Guidelines<br />
When preparing your text, keep it short and sweet. The<br />
reader should be able to grasp the main points by simply<br />
glancing through the piece. If you bury your messages in<br />
dense text, the reader may simply decide that it will be<br />
too much work to read your brochure and just throw it<br />
away.<br />
• Speak directly to the potential customer. “We<br />
help you”<br />
• Use headings and subheadings to group ideas and<br />
help the reader focus on items that are of interest<br />
to him or her.<br />
Your brochure front cover should be<br />
visually appealing with rich content<br />
that invites the reader to open the<br />
piece and read more<br />
• Avoid industry jargon and acronyms, even if you<br />
are sending to industry people. Use clear language<br />
that everyone can understand.<br />
Cont. Tri-fold Brochure Layout<br />
Cont. Page 5<br />
3. Inside front panel<br />
This is the most important panel of the piece. We<br />
recommend that you use it to summarize why the<br />
customer should choose you. It is also a good<br />
location for a glowing testimonial. While this is the<br />
most important panel, we recommend that you<br />
write it last. By writing the inside spread first, you<br />
will have a better idea of what you want to<br />
summarize on the inside front panel. The inside<br />
front panel also is a great place for your phone<br />
number and/or web site address.<br />
4. Inside three-panel spread<br />
When you open the piece fully, you have three<br />
full panels to write a complete description of your<br />
company and what it does. Here are some ideas to<br />
get you going.<br />
• Start with a one or two sentence description<br />
of what your company does. Try to word it<br />
in a way that makes the reader feel that he<br />
or she would be “smart” for choosing you.<br />
• Provide a list of your products and services.<br />
Keep each item short and save the lengthy<br />
descriptions for your web site or for sell<br />
sheets.<br />
• Write a paragraph or two for each of your<br />
competitive advantages. This is more<br />
important than providing long boring<br />
descriptions of each of your products or<br />
services. Customers want to know why they<br />
should choose you over your competitors.<br />
For example, you may sell the same kind of<br />
widgets as your competitor, but your widgets<br />
are of a higher quality or can be quickly<br />
customized to the customer’s needs.<br />
• Tell the reader how you typically work with<br />
your clients. Customers like to know up front<br />
what the process is that you will take.<br />
• Refer the reader to your web site for detailed<br />
information. If you do not have a web site,<br />
invite the reader to call you directly to discuss<br />
his or her needs or to request detailed “sell<br />
sheets”<br />
For more information about printing your business<br />
material visit our website at www.printingdepot.ca